Captivating Online Attention and Reducing Bounce (Case Study)

Reallymoving.com provides price comparison quotes on a range of moving services including removals, conveyancing and surveys. Launched in 1999, the site currently generates leads equivalent to 40% of the moving home market in the UK.

Challenge and Strategy

Our partner, Crafted Media were tasked with redesigning their quote pages in order to generate an improved conversion rate. This would enable them to drive efficiencies in PPC spend, as well as convert more leads from their organic traffic sources.

Due to how successful they already are, a key challenge was introducing a new form design which needed to “hit the ground running” to ensure a steady flow of quotes. They couldn’t afford to have a period of trial and error while improvements were found. We focused on a period of intensive research through ClickTale, around user behavior and identifying possible abandonment points or unclear actions.

Optimizing Forms with ClickTale

Uncovering common usability obstacles
At first we focused on the aggregated data, particularly on the Mouse Move and Attention Heatmaps. Through these we could identify areas of the form that people were missing, resulting in an error message and possible abandonment, as well as whether they were searching for supporting information or being drawn away from the form into other areas of the site. Through this we identified several form fields which weren’t getting the appropriate level of attention, as well as possible distractions that would take a visitor away from the conversion funnel.

Diagnosing the problem based on individual recordings
Once we had the overall view we spent a lot of time viewing individual visits moving through the forms. Here we were particularly looking for specific use cases that weren’t handled in the best way. An example was that the date field required a four digit year, yet there wasn’t a specific error message explaining this and we noticed several visitors drop out at that point. In the new form we had a relevant error message and the option of using a date picker calendar, reducing friction at that point.

Reacting to unusual funnels
We also noticed lots of people moving through to pages such as “about us”, looking for more information on the site and its offering. We segmented the visits into those from paid search and it was particularly prevalent, presumably as people were being delivered directly to the form from a suitable action-orientated search phrase. Due to this we felt we needed to strengthen the comfort element of the forms, and give people reassurance on the quote page, keeping people in the funnel.

Segmenting by different customer needs
The scope of the project was for a redesign for the quote page across all 5 services offered by Reallymoving.com. Therefore it was crucial we were able to segment the ClickTale data by the different pages. This granularity ensured we were making informed decisions on individual pages, rather than simply focussing on the whole, which might not translate to the specific services.

Analysis and Findings

Once we had collated the findings from ClickTale we sat down with the design and copy teams and looked at messaging and layouts. Having ClickTale was a key element of that process as we could easily refer back to actual user experience examples when looking at Form Analytics or Attention Heatmaps.

The new form was a significant departure from the old one and was designed to solve as many issues raised by the ClickTale data as possible.

The Results

The new form designs were A/B tested against the old using Google’s Website Optimiser and the results were significant. The benefit ranged from an observed improvement in conversion rate of between 8% and 18% across the 5 different services.

We reduced Bounce Rate by between 5% and 10%, but a key metric was a near doubling of the time on page, from 28% to 52%; clearly showing much greater engagement with the forms. Overall, there was a significant increase in the number of inquiries generated by the new forms.

Using ClickTale we continued to optimize the forms and went through an iterative process with additional tweaks as a result of user tracking which increased the conversion rate on an ongoing basis.